NIKE

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NIKE *

FROM: A FORGOTTEN RE-RELEASE

TO: CONTENT FOR SUPERFANS

Jordan’s losing touch. Sneaker Head’s are getting bored with bloated brands who, they perceive, don’t care about them.

So, for the release of the new Jordan 11 “Gratitude” we thought it was about time to show some love and gratitude to the Jordan family. In our campaign “Gratitude to the Fam” we reignited Jordan fan loyalty by connecting with the heads that really care, both online and IRL. To do it we granted exclusive access, dropped fresh content and shared elite knowledge both online and on the Nike app.

Suit Up Milano:

Inspired by the Michael Jordan’s request to make a Jordan that could be worn with tuxedos (which birthed the AJ11s), we tasked the Jordan fam to rock up in suits to a WOF store and get exclusive access before it dropped.

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I’m Back Fax:

In 1995, Jordan announced via fax. We used this same mechanic to get the fam to send us a fax in 2023 for a chance to get early access to the 11s.

How I Spin It:

We tasked the fam to see how they would put their spin on the AJ11 so we launched a content series that features the fam’s new take on an old classic.